Jazwares has recruited former LEGO exec Vincent Vandamme to run its brand-new Paris office.

Vandamme started this month as director of sales for the Florida-based toyco, and is tasked with overseeing a sales team based in the City of Lights. Jazwares has several other offices across Europe, including the UK, Germany and the Netherlands.

Vandamme joins the company after spending 18 years at LEGO, most recently as head of field sales in France. His experience and knowledge of the French toy market is expected to help Jazwares expand in the region.

Last month, Jazwares signed licensing deals for its Squishmallows plush brand with companies including Bioworld, BigMouth and BBC International. And earlier this year, the toyco announced that sports agency CAA would represent Squishmallows as it expands into films, TV, video games, publishing and live touring.